Many specialists in the field of trade describe schemes and methods of the act of sale. Although these schemes differ slightly, their main components remain unchanged. It should be noted that the stages that will be discussed below are conditional in nature and are not in strict sequence. When making a real sale, they can be supplemented, overlap or be combined.

In general terms, the following stages of the act of sale can be distinguished:

- establishing contact;

- identification of needs;

- argumentation and display of goods;

- response to objections;

- assistance in decision making and sales.

This is how French experts describe the sales process A. Lancaster and J. Chandezon in his book “Effective Sales Strategies”:“Sale is a transaction between people, in which each of the participants has his own task and pursues his own goal... But, if a sale is a negotiation, it is also a meeting, a relationship, and a connection between its participants... In their professional actions, sellers must be guided by a sense of morality and inspiration (enthusiasm). These are the primary qualities that they absolutely need... the main thing: you cannot be a good salesman if you don’t like to sell, i.e. First of all, convince and persuade. In short, as psychologists might say, the salesperson must be congruent and involved.”

Any employees of an optical store should be well informed in all matters that relate to their work. Employees selling glasses must:

Understand the situation in the optical market;

Completely navigate the price list of your store. Know the correct name of the product and its price. Know the delivery time from the manufacturer, if this is not a warehouse item;

Know the entire range of frames displayed in the reception hall, the features of various types of frames made from various materials;

Be able to analyze a recipe;

Assess the possibility of using different types of frames for making glasses according to a given prescription;

Evaluate possible spectacle lens options that provide the best correction for a given prescription;

Know the different types of spectacle lenses and their design features;

Know the characteristics of spectacle lens materials and give their comparative characteristics;

Know the coatings applied to spectacle lenses. Understand the principle of their operation, evaluate their characteristics and advantages;

Have information about photochromic spectacle lenses. Understand their operating principle and know their technical characteristics. Know the features of photochromic lenses made of various materials and made using various technologies;

Possess information about polarizing and photochromic-polarizing lenses;

Be able to offer the client tinted eyeglass lenses;

Be able to explain the effect of color filters on visual comfort;

Conduct a presentation and demonstrate the product offered;

Evaluate the possibility of manufacturing and manufacturability of assembling glasses into various frames with lenses of various types;

Know the characteristics and benefits of related products.

Ophthalmologists, optometrists, sales consultants - all those who directly work with customers can influence their opinion about purchasing a product if they know its characteristics and can translate them into benefits and advantages for the buyer. Your knowledge is an integral and essential part of the sale.

Let us consider in more detail all stages of the sales act.

The seller's appearance and friendliness help establish contact with the buyer. The buyer's first impression of the store and meeting with the seller is of great importance. The seller must have an appropriate appearance, be clean and properly dressed. People are very sensitive to little things that seem insignificant: dubious manicure, a crooked tie, carelessly buttoned clothes, etc. These little things may seem superficial and unimportant, but there are cases where a sale failed precisely because of them. There are several ways to successfully establish contact with a client.

You can go directly to the problem that interests the buyer with a phrase that directs the conversation in the right direction. For example: “Are you interested in sunglasses, or do you need prescription glasses?” Before you approach the buyer with your questions, make sure that he is ready to communicate. Give him some time to adapt. You can simply try to get the client to talk. For example, ask if the buyer is interested in looking at frames that offer discounts or participating in a promotion.

Arouse the buyer's interest and make him stay in your store. Install a monitor in a visible place in the reception room, which will demonstrate, for example, the properties of polarized lenses. Show off the unnaturally curved titanium frame. This will surprise and interest you. While the buyer is looking at all this, explain the meaning of the demonstration and unobtrusively move on to the problem that interests him.

Identifying needs

Identifying a need is an important phase in the act of selling, the implementation of which requires the presence of special psychological qualities. Listen carefully to the client, evaluate his psychological type, choose a manner of behavior. Outline for yourself the range of issues that you will discuss with him. Practitioners believe that successful selling is based on human needs and that what we ultimately buy is not products or services, but the satisfaction they provide.

The easiest way to identify a need is by determining the client's motivation. To identify motivation, It is necessary to ask the right questions correctly and be able to listen to the answers to them. During the motivational analysis and identification of needs, you should not suppress the interlocutor. It is believed that when communicating with a buyer, the seller should be “on air” no more than 30% of the time. Leave the remaining 70% to your client.

You should try to get the buyer to be frank and fully understand his desires. If the customer doesn't have a need for your product, all your efforts may be a waste of time.

At this stage it is necessary to understand his actual needs. A person in need of correction will simply tell you that he needs glasses. He does not know what lenses currently exist on the optical market, what are the advantages and disadvantages of various frames, what are the features of contact correction. You should offer possible options, voice the advantages of the product, and assist in the final choice. In order to offer the best product, it is necessary to have information about the buyer’s lifestyle, place of work, hobbies, and preferences. This is the information you should get in a conversation with him. For example, proposals for presbyopia correction will depend on what the buyer ultimately wants to achieve. He needs “glasses for life” - you offer progressive lenses. He dreams of comfortable vision in both cloudy and sunny weather - you offer progressive photochromic lenses. At the same time, he is an avid motorist - you tell him about progressive polarized lenses or polycarbonate lenses. If the buyer's field of vision is important, work is a priority and he spends most of his time at the computer, you offer office design lenses. In the future, you supplement your offer with the advantages of a certain spectacle lens material and its coating.

When selling glasses, at the beginning of any conversation with the buyer, you need to find out what glasses he wore or is wearing.

What correction means does the client currently use;

What made him change the correction tool;

If up to this point the client has not used correction means, then why;

What problems does the client want to eliminate or solve;

What the client is absolutely satisfied with what he uses or has used;

What the client wants to change or add.

Remember, by asking the right questions to the buyer, you:

Show your interest in the client’s opinion;

Involve the client in dialogue;

You receive important information about the interests and needs of the client;

Direct the dialogue in the right direction;

You influence changes in the client’s mood and attitude.

In conversation, avoid the most common mistakes:

After the seller has asked a question, he continues talking without pausing;

Several questions are asked at once. In this case, the buyer’s attention is scattered;

The seller himself asks the question and answers it himself;

The seller, having listened to half of the buyer’s answer, thinks that he has grasped the whole meaning;

In a state of excitement, the seller feels insecure and asks questions in an uncertain voice;

No questions are asked at all. If questions at any stage of sales are mainly asked by the buyer, he takes the place of the seller, which means that the entire initiative for conducting the sale passes to him...

Kernik Natalia Yurievna,

Technical consultant at Optik-Mekk SPb LLC

Teacher at St. Petersburg Medical and Technical College.

How to attract a client to your salon? Three secrets of success

In recent years, the optical market in our country has been rapidly growing and developing. The dominant sector of this market is private entrepreneurs. This leads to dynamic competition for both goods and services on the market. And if until recently the owners of optical salons mainly thought about what to sell, now the situation has changed, there is no shortage of ultra-modern products. The question is different - how to trade? Who can competently guide the client’s choice? It’s not easy to sell him an expensive product, but to provide truly professional assistance in selecting vision correction products.

And here the ophthalmologist or optometrist who works in the diagnostic room of an optical salon comes first. As a result of research conducted by the marketing department of Stormoff group of companies, the absence of such an account leads to the loss of 35–50% of potential clients.

Free vision test. Good or bad?

But do we always know how to properly manage the presence of a diagnostic room in an optician? How to properly equip it and organize the work of such an office? Is a free vision test using diagnostic equipment really that attractive to the client?

We must never forget that a high-class salon, to which the buyer will come again and again, to which he will bring his friends and relatives, does not sell glasses, but good vision. This means that we should not devalue the doctor’s service. After all, alas, in our country they are wary of free services. Since it is free, it means it is of no value, which means it is of poor quality.

On the contrary, the work of an optometrist needs to be raised to the proper level, as it exists in foreign optical salons. There, the diagnostic procedure is a whole show. And it is from the doctor that the wishes come from what kind of glasses the patient should choose: a pair for near, a pair for distance, a pair for working at the computer, or maybe just glasses with progressive lenses...

The patient comes to the sales consultant already prepared and properly configured. It’s easier for a doctor than for a sales consultant to sell glasses for 15–20 thousand, directing the client to expensive, high-quality glasses that are comfortable and good for the eyes. But, of course, if the vision test is free, and the doctor does it quickly, in three to five minutes, as is often promised to the client in order to retain him, what kind of high level of service can we talk about?

Phoroptor is not a luxury, but a means of selecting glasses

And here I would like to draw the attention of the owners of optical salons and the doctors working in them to a device without which our foreign colleagues have long been unable to imagine their work - the phoroptor.

Alas, this amazing device is still met with hostility by many. Like, a luxury you can do without. This is wrong.

What are the advantages of Phoroptor?

The trial frame becomes unusable after half a year, but how often are they replaced? The phoroptor works without wear and tear for 15–20 years.

How accurate is the glass set? Does the glass that we put in the trial frames always match the glass in the manufactured glasses? In addition, the trial burs available to our doctors do not contain aspherical glass. In the phoroptor, the quality and accuracy of the optics is much higher.

When there is a flow of patients, the doctor accumulates a pile of undisassembled glass, but when working with a phoroptor, nothing stops the doctor. The selection of points itself looks like a show. Unfortunately, so far in Russia only 10% of optical salons are equipped with phoroptors. Whereas in America, one large salon often has two such devices. This is due to the specifics of the selection of glasses and a significant proportion of progressive glasses (up to 75% of all glasses prescribed to persbyopics).

Considering that Russian opticians are gradually moving in the same direction, the phoroptor is becoming increasingly necessary. The standard technique for selecting glasses using a phoroptor is as follows.

After selecting a subjective correction for each eye, the patient is necessarily tested for tolerability of the selected correction, stereo tests, tests to determine fusion, phoria, and muscle balance are performed. Without this, the prescribed glasses will be poorly tolerated. Moreover, by the standards of Western optometry, if possible, we should strive for visual acuity of 1.2 or 1.5 binocularly, which is achievable in a much larger percentage of cases than we used to think before.

Rice. 1. Electronic phoroptor as part of the Huvitz optometric system - a convenient and practical solution

We are pleased to announce that we now have the opportunity to train everyone who wants to work with a phoroptor. This can be done on the basis of the Moscow School of Medical Optics GOU KP-11, which has a Huvitz diagnostic optometric system.

Optics with home delivery

So far, we have talked to you about the fact that the client himself finds his own salon, his own doctor. He comes from the street because he lives nearby, or because his friends advised him, or because he was referred by a doctor. But in the face of fierce competition, we want to offer you an additional way to attract clients to your salon. This is a free screening examination using the American Optec 5000 device. There is no contradiction here, this is not a free selection of glasses. This kind of testing allows you to quickly determine visual acuity for near and far, the presence or absence of binocular vision, the presence of vertical or horizontal phoria, the presence or absence of color anomalies. The results of the examination are entered into a special form. By looking at it, the doctor immediately determines the range of the patient’s problems. This saves a lot of time and allows you to get straight to the point. Where do we recommend using Optec 5000? In factories, enterprises, offices, kindergartens, schools, universities. Before entering an optical salon, especially if it is located in a large shopping center.

Rice. 2. Optec 5000 Vision Tester was first presented at the MSOO-2008-autumn exhibition

The device allows you to quickly and clearly demonstrate to a potential client his vision problems. And how and where they can be solved: come to your salon for a full examination and selection of glasses.

In America, Stereo Optical, manufacturer of the Optec 5000 Video Tester, works closely with Essilor and is very successful.

We showed you just three simple methods from a huge arsenal of techniques that a progressively thinking, forward-looking owner of an optical salon should have in his arsenal:

• refuse a free vision test.
• using a foroptor, turn the selection of glasses into a memorable and enjoyable procedure.
• do not wait for the client to come to you, but actively attract him.

Product display is a trading tool that stimulates sales. It is thanks to a thoughtful display that you can influence the choice of a store visitor, encouraging him to make a purchase. How to master this art, which has the beautiful and incomprehensible name “merchandising,” and place products in the store according to all the rules?

1. Convenience

The main thing that professional merchandisers are guided by is creating maximum convenience for the buyer. A clear and aesthetic display of goods in the store will save your customer’s time, help them easily choose what is planned and encourage them to make an impulsive purchase.

2. Logic

The buyer must understand how to find this or that product without making any effort. Separate products by groups, package size, price or brand. The main thing is to form the layout in accordance with a single principle.

3. “Golden” shelves

The best sales will always come from shelves that are located at eye and chest level, the so-called “golden” ones. Identify the product that is in greatest demand and place it on the “golden shelf”. The lower shelves can be used for larger items or for storing products. At the top are expensive and unusually designed goods. An exception is toy stores - here the products that need to be sold first are laid out at the eye level of a child, not an adult.

4. Each product has its place

You should not place expensive product items next to cheap ones, this will adversely affect the sale of both. Always place consumer goods in the same place - at the end of the sales floor. This is done so that a visitor who comes to buy, for example, bread, goes through the entire store and grabs something unplanned along the way. 70% of store visitors first of all pay attention to the shelves and display cases to their right, so in these places it is necessary to place products that need to stimulate sales. Popular products are located on the left as you move.

5. Product face

Do not cover the product with price tags or promotional materials. This creates difficulties for the buyer, who focuses primarily on the brand, design and information on the packaging. When decorating shop windows with informational support, try to make it unnoticeable. A unit of the same product that is laid out on a shelf facing the buyer (frontally) is called facing. The optimal number of faces to increase sales is from 2 to 4.

6. “The first 6 steps” and the “golden triangle”

A visitor who has just entered the store needs to get used to the new environment. That is why purchasing activity in the area of ​​the first 6 steps is usually minimal. But in the triangle - entrance - department of interest - cash register - customer activity is the highest. The wider the triangle, the higher the likelihood that a person will stay in the store longer and make more purchases.

7. “Two finger rule”

The height of the shelf should correspond to the height of the product plus two fingers from above. If you follow this rule and use additional shelves or stepped display, you can increase the retail space of the store several times.

8. Helpful neighborhood

The “Cross Pollination Rule” is another well-known marketing ploy that increases sales by up to 80%. The idea is to place products from different groups next to each other, for example, it could be pasta and ketchup, tea and candy, etc.

Types of product display in a store

With the help of product display, you can not only increase sales, present products, but also sell them in the shortest possible time, simply by arranging them in a certain way.

Horizontal and vertical

With horizontal display, products are laid out along retail equipment. This is the most common option, used everywhere. Vertical display - arrangement of goods in blocks, from top to bottom. Very easy to read, based on the principle of reading from left to right.

Mass

Usually used for high-demand goods. The peculiarity of its action is to attract the attention of buyers to a large number of products. When creating such a layout, it is important to ensure that it is not overly bulky. Otherwise, buyers, afraid of destroying the structure, will avoid it.

Display in bulk

An effective type of display when the goods are simply piled up. Used during sales. In combination with a sign about discounts or one low price, it has a hypnotic effect on buyers.

Display and pallet

Additional sales points located at some distance from the main location of this product. Most often they are located in the center of the hall, suitable for thematic exhibitions.

Another way to improve sales

Modern accounting programs help to correctly place goods at a point of sale, track sales dynamics, control balances, save time on audits and improve the quality of service in general. One of them is the online accounting system for business “Big Bird”.

In “Big Bird” you can:

• automate retail and wholesale trade processes;
• maintain operational, warehouse and financial records;
• register sales through a simple seller interface;
• evaluate work results using analytical reports: sales, reserves and warehouse balances, cash flow and others.

For small companies, all this is completely free. For larger ones - at the most affordable prices - from 590 rubles per month.

By following these simple rules and automating trading processes, you can achieve noticeable results and, therefore, increase your profits many times over. Good luck to you!

Alena Morozova, content editor of the project ""

Salespeople know that 50% of successful sales depend on how the product is presented. However, often, paying a lot of attention to the display of goods, they forget about the simple formula “the best is the enemy of the good.” As a result, what is supposed to help the buyer make a purchase begins to interfere. How to avoid this common mistake? How to correctly apply general merchandising principles to a specific product?

· Layout of fabrics

There is no such hanging of fabrics in sheets, as in Russia, in the West, there is only a laying out of rolls. Fabrics are laid out based on the following positions:

- quality

- composition

- color scales(from light to dark)

- by balances(taking into account that the size of the remains does not exceed one linear meter).

Fabrics are arranged in sets on mezzanine shelves. The sets are formed not according to the composition of the fabrics, but according to the final product for which they are intended.

· Display of fur products

Typically in

In fur boutiques, the display of products looks like this:

The largest sales area features fur coats of the mid-price category, as well as fur accessories: mittens, muffs, hats, capes, boas, blankets and pillows;

In the smaller hall/halls, more expensive products are placed in a free composition;

The presence of a VIP room has become mandatory, where exclusive fur coats are presented, for example, from gray Barguzin sable or chinchilla, as well as fur accessories from the most expensive furs, for example, from ermine;

It is customary to leave a lot of free space between products in a sign; the distance between two profile sign panels must be at least 20 cm;

The predominant profile sign alternates every 6-7 fur coats with the frontal accent sign of one fur coat; a front sign is always preferable - it attracts much more attention;

It is possible to intentionally move away from the sign by price category, blossom, I'm drowning, style And fur dressing in complete eclecticism, because according to some merchandiser specialists, it is the eclecticism in the sign that most attracts visitors;

Can

focus visitors' attention on accessories (which begin to perform

the role of focal points), for example, on the tails of fur-bearing animals.

More creative solutions are also recommended, for example, a sign on separate vertical brackets in different parts of the tanned skins store with quality marks on the back. The purpose of such an exhibition is twofold: firstly, to provide any visitor with the opportunity to touch the skins with their hands and verify the quality of the workmanship (this is impossible to do in finished products due to the lining), and secondly, to provoke tactile contact with the item. Tactile contact in merchandising in general, and in the fur industry especially, significantly increases sales.

· Layout of knitwear

In the context of merchandising, the main difference between knitwear, especially fine knitwear, and garments is the undesirability of its signage. It is customary to hang knitwear (if you hang it, it is only thicker and on special hangers covered with velvet or foam rubber). The traditional layout for displaying/signing knitwear is simple:

On the second shelf from the top (at eye level) there are traditional knitted sweaters and sweaters in two stacks of two items each;

Below, freely, partly in profile, partly frontally, from dark to light tones, knitwear is hung (possibly the same models as on the shelf above).

· Display of clothes

I deliberately don’t divide the display/sign of clothing into men’s and women’s, because it is similar in many ways. The only significant difference is in maternity clothing. Almost any display/sign of clothing is determined by the height: shelves, brackets, slides, hangers, etc. This height is different for men and women. Person parameters that a merchandiser needs to know:

The triad “jacket – blouse – tie” (they are worn by both men and women) is recommended to be laid out/hung out as follows:

• above eye level: accessories, including belts, wallets, glasses and perfume;
• n and at eye level: blouses or alternating blouse + tie;
• below eye level: suits, jackets, trousers;

In this case, it is better to hang jackets in a clearly structured proportion, for example, as in the ERMENEGILDO ZEGNA boutique:

Three black jackets – one cool lilac tie – two white shirts; three gray jackets - two red turtlenecks in the center of the shelf; three dark gray jackets - a cool light blue tie - again two white shirts - again three black jackets (there is a clearly defined algorithm of quantity and color).

It is preferable to lay out blouses with the collar facing the buyer, which is explained by the buyer’s interest not so much in the cut of the blouse or its collar, but in the texture, shade and pattern of the fabric (this layout is preferable for men’s shirts; for women, the cut of the blouse and the shape of the collar are much more important). As for the pressure of fashion traditions on the display of clothing, here, according to a number of merchandisers, it is not so much the styles or models that play a decisive role, but the new accents of each collection as fashion trends. For example, you can display ties in a large wooden rack with many square cells for each shade according to the following color scheme:

At the visitor’s eye level, from left to right: blue-blue tones, dark blue, purple-black, just black, then moving into warm colors through the green range, and again returning to black;

Above and below the visitor’s eye level: black tones, blue, then green-yellow and burgundy (the tones of ties in these rows are more poisonous and bright, therefore, they will be seen anyway, they do not have to be placed on the priority shelf).

If the principles of merchandising in expensive boutiques are still traditional and unshakable, then in fashionable multi-brands it is customary to be more flexible and more actively fight for the buyer. Of course, there are also rules there, for example, to display products of only one size and only one color next to each other. This approach is due to the fact that while a potential buyer is waiting for the right color and size to be selected, he will probably study the store’s assortment and want to purchase something else. It is important to remember here: a precisely calculated display of goods with large free space, in compliance with the traditions and image of the company, the classical laws of merchandising, based more on art than on economic displays, can only be where there is no high traffic and there are classic clothes.

· Lingerie sign

The specifics of the sign (there is no display here) for women's underwear are determined by the following main parameters:

• circulation of brands, i.e. periodic change of collections of various brands throughout the year;
• division of collections into classic and seasonal. There are always classic collections in the store, but their colors change (usually a new color comes out once a season), and seasonal collections are “doomed” to sell out;
• the constant popularity and maximum sales of linen of the color triad “white – red – black”;
• seasonality of sales by color (all year round, white, black and nude underwear sell the most, and for summer multi-colored ones are added, including tropical and abstract motifs);
• completeness of models (bra – panties – belt).

Like this one

can the specifics be reflected in the laundry sign? First of all, in clear zoning,

where there are three laundry zones:

Simple silk design

Lace

Sports (with large additions of cotton).

There are many ways to reflect this specificity; they are determined by two main trends:

1. Artistic:

Models are hung from light to dark, top to bottom;

Because If the bra cups show the color and designer's intentions best, they are hung on the outer brackets in front, followed by the panties (as containing less information about color and design) and, finally, the belts (as reflecting the minimum information).

2. Economic:

Women's underwear can be laid out as follows: for every two panties, take one bra. Visually, a sign based on this principle looks like this: bras separately, panties separately (i.e. on different brackets), bra cups are divided into hard and soft. This does not make the visual effect of the sales area any worse, but in terms of the convenience of viewing the assortment, the store benefits in some ways. The same for all stores is to differentiate the signage of underwear in multi-brand stores by country of origin, for example, it is not recommended to mix French underwear with Italian.

· Display of children's and men's underwear

Overwhelmingly

In most Moscow stores, men's and children's underwear belongs to

related products. Special areas are allocated for it, for example, children's underwear

It is customary to lay out horizontally on special racks or tables, like

usually white or glass. The main reason for such a calculation is

which create an additional effect of softness of children's underwear. Advantage

horizontal display of children's linen is that racks or tables are like

The “islands” play the role of mannequins. The most expensive ones are always laid out on them

items and models that the store is most interested in selling. If in

In women's underwear, the principle of order of models is observed - from large

(bra) to small (belt), then here it’s the other way around. To the foreground

They hang out their panties, and then their T-shirts. The same principle applies to signage.

men's underwear: first briefs, then shorts, then T-shirts without

sleeves, T-shirts, then pajamas and finally robes. According to merchandisers,

It’s easier to work with children’s and men’s underwear than with women’s underwear. This is explained

the fact that in children's underwear each size corresponds to age, and men are less

whimsical in their choice (or women choose for them).

· Display of clothes for pregnant women

In stores for

pregnant women, the range has been expanded. In addition to clothing, lingerie and accessories, the future

mother can choose a playpen, stroller, clothes for the child. Those. becomes the main one

the idea that by coming to the store before giving birth, a woman will become a regular customer

for several years. This is one of the main and first features of sales. Second

The special feature concerns accessories. Here they perform medical functions and do not

suggest impulse purchases, so they should be presented next to the clothes.

Recently, there has been a tendency to abandon traditional women's denim overalls, because... they are unsuitable for different months of pregnancy and are inelegant. Women have switched to knitted and knitted-rubberized inserts in skirts and trousers, which allow them to wear one item throughout their entire pregnancy. When displaying clothes for pregnant women, it is necessary to hang long tops, blouses or knitwear next to trousers or skirts where there are knitted inserts, which would allow them to be covered (offering a total look).

The sixth feature is that the main thing in clothing becomes the bottom, that is, trousers and skirts. This is explained by the fact that products with a spacious top are also sold in regular stores, while bottoms with its specifics can only be bought in specialized ones. Signage/display is carried out according to size, style, price (from lowest to highest). In addition, there is a need to increase the footage and comfort in the fitting area. The general fitting area should be expanded and consist of three internal zones:

1) the fitting room itself with a large mirror, preferably with a door, not curtains, with an ottoman or banquette inside;

2) given the woman’s desire to see herself in full growth, it is necessary to provide the opportunity to leave the fitting room, move away and look at herself from the outside;

3) the second zone assumes the presence of a hall or a fairly large space in front of the fitting room, but in this space it is necessary to fit at least one sofa for both the customer herself and her husband.

· Display of children's clothing

The display/sign of children's clothing, as a rule, must comply with the rule “Children's things in stores for adults.” This is reflected in the fact that rotation of things occurs constantly, both as sales occur and as new goods arrive; the constant change of the exhibition is explained not only by the arrival of new goods or their “freezing”, but also by the fact that the display/sign should not have time to become boring to the client’s eye; the absence of a single strict merchandising book and total diversification of display/signage by brand; “liveness”, grotesqueness of the artistic image of mannequins.

Merchandisers

Children's clothing stores should come from:

Gender and age of the child

Seasonality of clothing

Type and color of clothing

Clothing models.

Also, we must remember that in a children's store the main assortment is always given to girls. Children under 14 years old, especially girls, love to dress like their parents (there is a category of mothers who like to dress their daughters in dresses made from the same fabrics as her own). In the store, it is necessary to allocate a playing area with a table on which paper and colored pencils lie. The fitting room area should be expanded so that not only mother and child, but also the salesperson can enter it.

· Display of glasses

Glasses are, first of all, a brand, and only then an optical device. This means that the frame needs to be exposed. The scoring system is simple:

racks with glasses, above eye level, place POS materials measuring 20x30 cm

only those companies whose products are displayed in these racks;

The racks themselves are located in the sales area according to the principle: this season’s expensive collection – last season’s expensive collection – neutral collections (mainly for simple prescription glasses);

The upper shelves are for men's glasses, the lower ones are for women's glasses (the adjacent shelf in the middle is, as a rule, for unisex glasses);

The lowest shelf, located at the level of an adult’s lowered hand, is intended for displaying accessories, while it is recommended that the most “sophisticated” cases break up the monotony of displaying glasses on all shelves;

The lighting should be internal so as not to spoil the color of the frames and prevent glare from the lenses;

- “islands” of eyeglass stores are large tables where professional catalogs and magazines on glasses/lenses are displayed;

Glasses should be laid out with the temples or temples open, because... It is believed that the whole beauty of glasses lies in them. It is recommended to lay out glasses with multi-colored temples diagonally (45 0), while ordinary glasses (for example, with ordinary metal temples) - frontally;

Separate displays can be provided for displaying luxury glasses, as is customary in jewelry and expensive watch stores.

· Display of wristwatches and jewelry

The display of wristwatches is often combined with the display of jewelry and even gifts, because... these product categories are very close to each other in size (the so-called “small forms”). But unlike, say, displaying lighters, watches and jewelry require much more space when positioned on a display. Products of small shapes are usually arranged according to the following principles:

One display contains products of only one product category of one brand;

In one display there are either only women's products of small shapes, or only men's, if possible from the same brand;

Only one model can be placed in one display, but in a mandatory artistic composition, on packaging or on a branded stand.

Displays

represent a luminous box. They come in three sizes: small, large and

XL and play the role of showcases and are inserted either deep into the wall or hung on the wall

in one horizontal line with fluctuating intervals between them up to 1 m, just below the human eye

average height.

If the products

one brand is quite diverse, then a display is developed for them,

allowing you to present all models. To do this, the collection is divided into groups,

which are displayed separately, on one or more displays

If the company pays more attention to the reliability of mechanisms, and the design elements do not fundamentally change from collection to collection, then similar products are not grouped into subcollections and are displayed together;

The more expensive the products, the more exclusive they are, the more free space they require;

The minimum distance between small products of a cheaper price category should not be less than 4 cm with a total quantity of no more than 15-18 pieces. on one display (depending on its size);

The display of products is laid out according to the classic “golden triangle” rule, where the most expensive items in the collection (1-2 pieces) occupy the top.

In conclusion, it should be noted that, in addition to the rules and principles of merchandising, it is necessary to take into account the style of the brand so as not to violate the overall concept.